Perched atop the Elephant, the Rider holds the reins and seems to be the leader. But the Rider’s control is precarious because the Rider is so small relative to the Elephant. Anytime the six-ton Elephant and the Rider disagree about which direction to go, the Rider is going to lose. He’s completely overmatched.

The irony is that reading this alone, by definition, won’t make me, or you, believe it. Until your elephant experiences this in a way it understands, it’s just an idea floating out there like any other, one that won’t change your behavior.

Our inability to live this truth plays out in elections (“don’t they understand he’ll make a terrible President?!”), in fundraising pitches (“I’ll show them the facts and they’ll understand how important this is”) and everywhere in between. We think storytelling and emotional connection is a nice way to start and end a pitch, a cute way to open and close, and forget that these moments are the pitch. The connection to people’s emotional and intuitive selves are the things that direct and point the elephant in one direction or another, while the facts and analysis we present are used by our audience to justify a decision they’ve already made.